소비자의 기술 준비도에 따른 패션 옴니채널 서비스 수용태도

摘要: This study clarifies differences in attitudes toward the Omni-Channel service (Pintech service, Beacon and Click Collect service) fashion consumption behavior among four clusters grouped by level of technology readiness. An online survey was conducted; 572 individuals between 20 30 years age were collected, but only 539 used. Factor analysis, cluster descriptive statistics, ANOVA, frequency analysis adopted to analyze data using SPSS 20.0. The results are as follows. Technology readiness divided into factors: optimism, innovativeness, discomfort, insecurity. Participants groups according sub-factors readiness: brave adopters, optimistic laggards, indifferent critical adopters. These showed significant behavior. Critical adopters recognized value had more positive it than other groups. also better perceived risk with new that higher innovativeness monthly products We inferred did not use or services offered retailers much because less interested both Optimistic laggards viewed optimistically, despite perceptions high risks accompanying a low intent it. this assisted formation theoretical framework consumer associated Omni-Channel, which is an emerging issue research related distribution. can help industries operate consumer-oriented marketing based on strategies.